Tourism Policy Statement sets sector direction

The Government is setting a clear pathway to grow tourism so that New Zealand businesses, workers and communities see benefits, Tourism and Hospitality Minister Louise Upston says.

“As our second largest export earner, tourism is vital to growing our economy. Tourism supports jobs and businesses right across the country which helps our regions and communities to thrive.

“The Tourism Policy Statement released today sets a clear direction for how central government, local government and industry will work together to set priorities, take action and respond to change,” Louise Upston says.

“A deliberate, planned approach is essential to achieving our tourism growth goals and maintaining New Zealand’s international competitiveness. The Statement sets a long‑term direction to guide decisions on policy, investment, infrastructure and marketing across the tourism system.

“It’s about making sure our foundations are solid, we continue to build the quality of our visitor experience so tourism delivers more value, more jobs, brilliant events and superb hospitality offerings in our communities.

“This will help us achieve our ambitious goal of doubling the 2023 value of tourism exports by 2034.

“We’re already making strong progress towards this goal, supported by investments in international marketing and major events, the introduction of a visa-waiver trial, and the promotion of regional tourism.

“An example of this in action is our Regional Tourism Boost, which has encouraged more visitors to explore beyond the main centres and outside peak seasons.

“I’m also pleased to announce today that $5 million will be available through round three of the Regional Tourism Boost. It will open to applications for campaigns to attract more international visitors to travel, stay and dine in New Zealand from Spring 2026 to early summer 2027.

“Regional Tourism Boost is a great example of partnership between industry and government – the same collaborative approach that underpins the Tourism Policy Statement.

“By working together, we can create a tourism system that reflects the best of who we are and delivers real value for New Zealanders across the country,” Louise Upston says.

Notes for Editors

The Tourism Policy Statement can be found here.
The Regional Tourism Boost Round 3 is a contestable process providing $5 million to attract more international visitors.
Round 3 funding is made up of $2 million from the International Visitor Levy and a $3 million reallocation of funding from the $70 million Major Events and Tourism Package, announced in September 2025.
Round three will prioritise campaigns targeting the Australian, Chinese and North American markets.
Previous campaigns have had a positive impact on international visitor arrivals and dispersals.
This month’s Stats NZ data show 288,500 international visitors came to New Zealand in April 2026 – up 8 per cent on the same period last year, and 94 per cent of pre-pandemic levels. ...